The recent buzz over Search Engine Land is about how a group of researchers at Google are proposing new ways to determine the trustworthiness of a web page. The Google research team published this paper on Knowledge-Based Trust (KBT) which explains how Google may soon look at the accuracy of the web page to determine the quality of the web page rather than backlinks which are easily manipulated:

“The quality of web sources has been traditionally evaluated using exogenous signals such as the hyperlink structure of the graph. We propose a new approach that relies on endogenous signals, namely, the correctness of factual information provided by the source. A source that has few false facts is considered to be trustworthy.”

What do you think? Even if this shift in evaluating trustworthiness is far in the future it’s a good time to double check the accuracy on your website:

  • Is each one of your services properly represented on your website?
  • Are prices correct?
  • Are your business hours up to date?
  • Is product information up to date? Are out of stock products marked as out of stocked?
  • Do you provide references for statistics you use on your blog?
  • Are your blog posts attributed to an author that is credible?

Spend some time reviewing all the pages on your website and ask a few others to do the same. Sometimes a fresh set of eyes is all it takes to spot accuracy issues.